Branding is no longer a subset of marketing, and in many companies, marketing is now a subset of branding.

[Read more →]

Here’s how to construct an entirely new brand name. One type of coined word name is the morpheme construct.

[Read more →]

There are some brands, some slogans, some claims you just have to scoff at. Here’s an example: Opex Communications.

[Read more →]

In this post I ask those crafting tacked or fused coined words to make them adhere to standard grammatical standards.

[Read more →]

I believe you should think of differentiation as a company’s strategic position that drives everything: what products are marketed, what markets are targeted and which brands to compete against.

[Read more →]

When tacking and fusing coined brand names, be sure they join in a “natural” way. First, explanations of tacking and fusing.

[Read more →]

People remember bad experiences with a brand and assume the experience will be just as bad the next time. But there’s another side to the coin

[Read more →]

Claiming a 30% reduction in plastic use for a similar-sized bottle will save the company – Arrowhead – money, and incidentally it will allow them to claim an Eco-Shape Bottle

[Read more →]